The MAFFEO DRINKS Podcast
030 | Paul Thomas | The Future of Insights is sitting at the bar | Suntory Global Spirits
Oct 17, 2023
Global Insight Director at Beam Suntory, Paul Thomas, discusses the future of insights in the drinks industry, focusing on engaging with bartenders, avoiding trend-chasing, understanding Gen Z, and the importance of localization and brand storytelling. The conversation also explores innovation, targeting demographics, authentic branding, and adapting products for global markets.
01:00:48
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Quick takeaways
- Direct consumer interactions provide valuable insights beyond traditional research methods.
- Balancing heritage with innovation is crucial for brands expanding into new markets.
Deep dives
Focus on Consumer Insights and Occasions
It is crucial for businesses to focus on consumer insights rather than traditional research approaches. The best insights come from direct interactions with customers, such as talking to bartenders and understanding consumer choices in the moment, leading to valuable learnings beyond expensive research projects.
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